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Original research
EXPLORING THE IMPACT OF DEMOGRAPHIC FACTORS ON CONSUMER BUYING BEHAVIOR FOR ORGANIC FOODSPages 299-308
Abstract:
This study investigates consumer behavior towards organic food purchasing, examining the influence of demographic factors such as gender, age, education level, and occupation. Data were collected through structured questionnaires distributed to 600 consumers, yielding 432 responses, with 400 valid for analysis. Demographic analysis showed a predominantly young and educated sample, with students and professionals comprising the largest occupational groups. To validate the measurement scales, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) were conducted, revealing three key factors—purchasing attitude, purchasing motives, and price awareness—that explained 64.19% of the total variance in consumer behavior. The CFA model demonstrated acceptable fit indices (CMIN/DF = 3.060, RMSEA = 0.072), confirming the robustness of the model. Chi-square tests were used to analyze the relationship between demographic factors and consumer behavior. Results showed significant associations for gender (P = 0.050), age (P = 0.026), education level (P = 0.043), and occupation (P = 0.033) with organic food purchasing behavior, suggesting that demographic characteristics notably shape preferences and motivations. This research contributes to understanding the demographic drivers of organic food consumption, offering insights for targeted marketing strategies that resonate with specific consumer groups.
Keywords: Consumer behavior, Organic food, Demographic factors, Purchasing motives.
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T. S. Nanjundeswarswamy, 
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